A new retail experience for you if you want to purchase a new Mercedes-Benz passenger car folks. Malaysia is officially the 10th country and the first market in Southeast Asia, that Mercedes-Benz has implemented the “Retail of the Future” agency model, thereby changing the car buying experience for its customers. According to Mercedes-Benz Malysia, retail partners will maintain their pivotal role as experts and Brand Ambassadors, offering customers a luxurious experience at their retail network but all dealerships now offer only one 'best price' to everyone.
There is also the online showroom at Mercedes-Benz Store which also offers one best price via a convenient portal and a seamless omni-channel experience. I believe that this now ensures all dealers basically represent the brand, ,shows off the cars and sell based on a price and offers fixed by Mercedes-Benz rather than giving their own discounts and offers. Even stock is controlled by Mercedes-Benz Malaysia so everything is a standard premium based experience based on what the current Mercedes-Benz practice is.
So what this means to us is that you do not need to hunt for a best price by going from dealer to dealer as all the prices are the same. The dealers also do not undercut each other so less complaints to the principal. The overall sales experience would be standard across the board and stockcontrol is more with Mercedes-Benz as the principal.
I suppose this could be the future for car distributorship. This concept reminds me of buying luxury watches where if you are familiar in that industry, watch brands are actually taking control of their distribution by bringing them more to their own and having less dealers in their sales network. What this allows is more control over the product itself and on dealers giving super low discounts thereby lowering the brand perception that it is a discount brand. Control in the hands of the manufacture actually helps raise the perceived value of the product as well as maintaining resale prices of the watches.
But this is obviously slightly different as these are premium cars. And as I stated, this could balance out the selling game for dealers as the prices are fixed. It may be good for dealership longivity but do note that bargain hunting is definitely harder. If any in the first place.
THE OFFICIAL PRESS RELEASE IS HERE
Kuala Lumpur. Mercedes-Benz has created a new way to purchase a new car, providing customers with a fully integrated and holistic buying experience in Malaysia.
Amanda Zhang, CEO & President, Mercedes-Benz Malaysia said, “The launch of our agency model is an exciting time for us and our retail network. This new approach brings a host of benefits from providing our customers the true luxury of time – a luxury that enables customers to interact with our brand on their terms, at their convenience. The agency model makes sure that it doesn’t matter if you're shopping online, visiting a physical store, or doing both, our customers are offered with the best price and the process is smooth and clear.”
Bettina Plangger, Vice President, Sales & Marketing, Mercedes-Benz Malaysia added,“The agency model is a business operation that puts our customers at the heart of it. It's designed to match the changing ways our customers shop, while also empowering our Retail Partners with a more streamlined and efficient business approach. This model also helps us work towards giving our customers with the best possible experience.”
One price, the best price: A seamless purchasing journey for consumers
The new agency model offers our customers with unmatched convenience and the luxury of time. It empowers customers with the freedom to interact with our brand whenever and wherever they prefer, providing an unparalleled array of choices from a wide national stock, all at a single, best price.
Whenever, wherever
Customers can conveniently switch between the Mercedes-Benz Store and or at our retail network, regardless of whether they want to exchange ideas with product experts or authorized agents; obtain information and/or conclude the purchase contract online.
They will continue to benefit from a comprehensive range of services at Mercedes-Benz';s retail partners including vehicle sales, flexible financing options, maintenance and repair services, genuine parts availability, and warranty support. This convenient accessibility ensures a holistic ownership experience for customers.
Retail partners will continue as brand ambassadors
As brand ambassadors, Mercedes-Benz's retail partners will maintain their pivotal role in offering customers a luxurious experience in their retail network. They will play a crucial part in ensuring a seamless customer journey of omni-channel experience, from the initial research phase to the vehicle handover upon purchase. The new agency model offers its retail partners the opportunity to concentrate even more than before on customers and their support.
Customers can now visit our Mercedes-Benz Store and search for their new car at www.mercedes-benz.com.my/store.
No comments:
Post a Comment